Going green in the bar industry is essential for business survival, said Paulo Figueiredo, Ketle One’s Brand Ambassador and sustainability expert while attending the World’s Best Bartender Competition in Berlin. For a long time, bars have earned a reputation of being extremely wasteful and with greater consumer awareness, the industry is eyeing opportunity to reduce its carbon footprint without sacrificing the bottom line. In fact, industry experts say there is no choice if we want a greener planet. From the infamous plastic straws and cups to fruit and water waste, the cocktail culture is changing becoming more thoughtful about ingredients, the environment and the bars themselves.